Meta has tightened restrictions on its advertising services by banning ByteDance, the Chinese parent company of TikTok, from running ads on its platforms in the US and 6 other countries. The move takes effect immediately and adds to the rivalry between the 2 technology companies.
The ban applies in the US, Canada, Egypt, Indonesia, Japan, Thailand and Vietnam. It also covers third-party advertisers running campaigns that link to TikTok and other ByteDance platforms in these markets.
“We don’t have to run ads from a competitor whose goal is to pull people off our apps,” Meta said. “Declining promotional services to a competitor is a normal business practice across industries. We will continue to compete on product quality and user experience.”
TikTok and ByteDance did not immediately comment on the decision.
TikTok’s website does not support links that open or log users directly into other social media apps. However, users can still add profile links that direct people to those platforms’ websites.
Rivalry grows amid child safety scrutiny
The decision comes as Meta pushes TikTok and YouTube to adopt child safety measures similar to those it agreed to implement in August under a settlement worth up to $18 billion with US states over social media harms to children.
Meta agreed to introduce daily usage limits, restrict nighttime use by children on Facebook and Instagram, and strengthen protections against access to age-restricted content.
TikTok has not publicly responded to Meta’s campaign. However, in September, it settled a case with Alabama that requires it to introduce new usage limits and stronger age-verification measures. The agreement resolved allegations that the platform endangered children and misled consumers about its safety.
TikTok operates in the US through a majority American-owned joint venture. The arrangement was designed to protect US user data and avoid a ban on the app, which has more than 200 million users in the country.
The ban highlights the ongoing competition between Meta and ByteDance for users, creators and advertising revenue.
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